THE gareth@fathom.pro @dunlop71 MAGIC OF UX exposing bias - - PowerPoint PPT Presentation

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THE gareth@fathom.pro @dunlop71 MAGIC OF UX exposing bias - - PowerPoint PPT Presentation

Jul 31, 2023 255 likes •707 views

gareth dunlop THE gareth@fathom.pro @dunlop71 MAGIC OF UX exposing bias through the medium of card magic when a magician lets you notice something on your own his lie becomes impenetrable WHAT DOES IT FEEL LIKE TO BE WRONG?

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OF UX THE MAGIC

exposing bias through the medium of card magic gareth dunlop gareth@fathom.pro @dunlop71
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when a magician lets you

notice something

his lie becomes

impenetrable

  • n your own

“ ”

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WHAT DOES IT TO BE WRONG?

FEEL LIKE

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Availability heuristic (n)

A mental shortcut that relies on immediate examples that come to a given person's mind when evaluating a specifjc topic, concept, method or decision. /əveɪləˈbɪlɪti ˌhjʊ(ə)ˈrɪstɪk/
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33

countries people

215 942

14% level 1 29% level 2 26% level 3 5% level 4 26% sub- level 1

y

  • u

a r e h e r e

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“Hopefully most

  • f our users

don’t think about or notice

  • us. They just

use the service and get on with their lives.”

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blue felt tip pen penny postage stamp yellow ball of yarn carving knife

  • riginal oil painting
  • ld felt hat

south sea island western stage coach antique clock china coffee cup

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Bandwagon efgect (n)

A psychological phenomenon in which people do something primarily because other people are doing it, regardless of their own beliefs, which they may ignore or override. /ˈbandwaɡən ɪˈfɛkt/
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Hindsight bias (n)

Tie inclination, afuer an event has occurred, to see the event as having been predictable, despite there having been little or no objective basis for predicting it. Also known as the knew-it-all-along efgect or creeping determinism. /ˈhʌɪn(d)sʌɪt ˈbʌɪəs/
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5 1 4 7 2 3 6 8 9

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5 1 4 7 2 3 6 8 9

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SLIDE 27 source www.mastermindsolutions.ca
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Tie cocktail party efgect (n)

Tie phenomenon of the brain's ability to focus its attention (an efgect of selective attention in the brain) on a particular stimulus while fjltering out a range of other stimuli, as when a partygoer can focus
  • n a single conversation in a noisy room.
/ðə,ðɪ,ðiː ˈkɒkteɪl ˈpɑːti ɪˈfɛkt/
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Confjrmation bias (n)

Tie tendency to search for, interpret, favour, and recall information in a way that confjrms
  • ne's preexisting beliefs or hypotheses.
/kɒnfəˈmeɪʃ(ə)n ˈbʌɪəs/
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if nothing else works, a

total pig-headed

will see us through

to look facts unwillingness

“ ”

in the face

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+236%

LOAN CALCULATOR

+520%

PRODUCT DISPLAY

source gerrymcgovern.com
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Recency bias (n)

Tie tendency to weigh the latest information more heavily than older data. Investors ofuen think the market will always look the way it does today and can make unwise decisions. /riːs(ə)nsi ˈbʌɪəs/
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SLIDE 38 aggressive pop-ups web 1.0 typography
  • ut-of control carousels
video backgrounds parallax hell hamburger
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Narrative bias (n)

Is the tendency to make sense of the world through stories. To process the great amount of information coming our way, our brain creates a narrative to link the difgerent inputs together. /ˈnarətɪv ˈbʌɪəs/
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SLIDE 42 CONFIRMATION WE LISTEN BETTER TO THINGS WHICH CONFIRM OUR VIEWS BOW DOWN TO INSIGHT bias so therefore BANDWAGON USERS ARE INTERESTED IN WHAT OTHERS DO LET USERS KNOW WHERE MOST PEOPLE GET VALUE bias so therefore NARRATIVE HUMANS UNDERSTAND THE WORLD THROUGH STORIES TELL BRILLIANT STORIES! bias so therefore AVAILABILITY YOUR WORLD IS NOT YOUR USERS WORLD GET OUT OF THE BUILDING bias so therefore HINDSIGHT WE VIEW PAST EVENTS AS MORE PREDICTABLE THAN THEY ACTUALLY WERE TEST TEST TEST TEST TEST TEST bias so therefore RECENCY NEW SHINY THINGS CAN BE EVIL FOLLOW PRINCIPLES NOT TRENDS bias so therefore
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it ain’t what you

don’t know

“ ”

that gets you into t9ouble it’s what you

know for sure

that

just ain’t so

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SLIDE 44 gareth dunlop gareth@fathom.pro @dunlop71